GIO targets uncertain consumers with new ‘don’t just think you’re covered, know you are’ positioning
People who don’t understand the extent of their insurance packages are the centre piece of GIO’s latest campaign, which tells consumers “don’t just think you’re covered, know you are”.
The campaign, which was created by Leo Burnett Sydney, targets people who don’t just want to ‘set and forget’ with their insurance, but don’t actually understand the extent of their coverage.
https://www.youtube.com/watch?v=U54hN_RtdDU&feature=youtu.be
The campaign, spanning personal and business insurance, launched yesterday and will run across TV, outdoor, digital, social, content and radio.
GIO said people were looking for certainty in an uncertain world and wanted to ensure they were covered for the things that matter most.
In addition, Natalie Choules, GIO brand marketing manager, said the brand wanted to transform perceptions.
https://www.youtube.com/watch?v=Qk5jMFUo-AY&feature=youtu.be
“We had a vision to completely transform the perception of the GIO brand and create a real point of difference in the highly competitive, commoditised insurance market. Together with Leo Burnett we are exceptionally proud to launch our new brand platform designed to empower today’s insurance buyer while driving brand engagement and connections both rationally and emotionally.”
https://www.youtube.com/watch?v=CmF242sty0s&feature=youtu.be
Leo Burnett Sydney ECD Grant McAloon said the campaign played on people’s uncertainties and doubts.
“To get people to stop and question their cover, we focused on the moments before a potential accident, because that’s when knowing what you’re insured for counts. With a series of light-hearted interactions featuring the witty voice of Shaun Micallef, we have played on those gulp-inducing moments of uncertainty and doubt when people wonder if they actually have the right insurance cover.”
https://www.youtube.com/watch?v=t8W49qQkoGM&feature=youtu.be
CREDITS
Manager, GIO Brand Marketing: Natalie Choules
Marketing Manager, GIO: Bryony Nickless
Marketing Specialist, GIO: Keith Tan
Creative Agency: Leo Burnett
Executive Creative Directors: Grant McAloon and Vince Lagana
Creative Director: Ian Broekhuizen (Art)
Creative Director: Malcolm Caldwell (Copy)
Group Business Director: Belinda Drew
Business Director: Bethany Ryan
Business Manager: Lauren McMahon
Business Executive: Isabella Best
Planning Director: Graham Alvarez
Head of Production: Adrian Jung
Integrated Producer: Cassie Collin
Media Agency: Starcom
Production Company: Curious Film
Director: Scott Vincent
Executive Producer: Matt Noonan
Producer: Matt Reeder
Associate Producer: Kesha Robertson
Post Production: Alt. VFX
Producer: Alison Ingram
Editor: Gabriella Muir, Matt Bennett
Colourist / Online: Caleb De Leon
Music: Song Zu
Audio Producer: Jessica Bonney
Composer: Adrian Sergovich
Sound Designer: Damian Enemark
Voice Over Artist: Shaun Micallef
